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SDNC13 -DAY2- The Journey of Changing a Culture by Kathryn Richards & Rob Kirby

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The Journey of Changing a Culture

Innovation opportunities can be fleeting, ethereal and disparate, which makes it a challenge to capture and ground them. This is made even more complex when they need to travel through cultures and disciplines, especially in a company the size of Nokia. In this talk we will look at how a Nokia and Seren collaboration is steadily changing the culture of HERE (Nokia’s location brand, formerly Nokia Maps). We will look at the impact a User Journey framework is having beyond capturing moments, to how it is fundamentally changing HERE’s approach to research and innovation by inspiring content and experiences, and defining applications and platforms.

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SDNC13 -DAY2- The Journey of Changing a Culture by Kathryn Richards & Rob Kirby

  1. 1. THE JOURNEY OF CHANGING A CULTURE KATHRYN RICHARDS Head of Service Design, Seren ROB KIRBY Mobile Services Insights Manager, Nokia & Nokia Internal Use Only
  2. 2. We’re from different companies but are here for the same reasons. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  3. 3. Create amazing experiences. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  4. 4. Create amazing experiences. Make lives easier. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  5. 5. Create amazing experiences. Make lives easier. Connect people. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  6. 6. Technology alone can’t achieve this. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  7. 7. Technology alone can’t achieve this. People inside and outside a business are intrinsic to making change happen. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  8. 8. We’re here to show how... & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  9. 9. 100,000 Nokia employees. 6,000 HERE employees. 6 business units. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  10. 10. It’s complicated. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  11. 11. It’s complicated. With multiple pressures. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  12. 12. The problem: Thinking they know their users. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  13. 13. The problem: Thinking they know their users. Shortcutting the innovation process. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  14. 14. The problem: Thinking they know their users. Shortcutting the innovation process. Designing for themselves. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  15. 15. The need: To understand real people and context. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  16. 16. The need: To understand real people and context. To change a culture. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  17. 17. The need: To understand real people and context. To change a culture. To deliver maps for life. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  18. 18. Seren + Nokia + HERE & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  19. 19. A bespoke tool. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  20. 20. A bespoke tool. Illustrating contextual triggers. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  21. 21. This helps: Provide focus. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  22. 22. This helps: Provide focus. Breakdown into bite-sized chunks. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  23. 23. This helps: Provide focus. Breakdown into bite-sized chunks. Avoid design paralysis. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  24. 24. A living user journey framework. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  25. 25. A living user journey framework. Spanning the business. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  26. 26. A living user journey framework. Spanning the business. Focusing on real people. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  27. 27. Common language. © 2013 Nokia and Seren. Company Confidential. Image source: http://www.flickr.com/photos/kennethsnyder/ Nokia Internal Use Only &
  28. 28. Common language. Common point of reference. © 2013 Nokia and Seren. Company Confidential. Image source: http://www.flickr.com/photos/kennethsnyder/ Nokia Internal Use Only &
  29. 29. Common language. Common point of reference. Common goal. © 2013 Nokia and Seren. Company Confidential. Image source: http://www.flickr.com/photos/kennethsnyder/ Nokia Internal Use Only &
  30. 30. Timing was everything. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  31. 31. Collaboratively made. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  32. 32. Collaboratively made. Embedded horizontally. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  33. 33. Collaboratively made. Embedded horizontally. Not dissolving silos. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  34. 34. 100+ presentations. 18 ethnographic immersions. 6 cities. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  35. 35. Developed in real-time. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  36. 36. Developed in real-time. With members of HERE. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  37. 37. Developed in real-time. With members of HERE. Using ‘big’ and ‘little’ data* © 2013 Nokia and Seren. Company Confidential. * Kerry Bodine, Forrester Research, SDNC 2013 Nokia Internal Use Only &
  38. 38. Tried and tested with Public Transport. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  39. 39. Tried and tested with Public Transport. Demonstrating impact. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  40. 40. This started the transformation. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  41. 41. Design stimulus. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  42. 42. Design stimulus. Identifying use cases. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  43. 43. Design stimulus. Identifying use cases. Generating concepts. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  44. 44. Design stimulus. Identifying use cases. Generating concepts. Ready-made stimulus. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  45. 45. Changed a culture. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  46. 46. Changed a culture. Tamed the business. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  47. 47. Changed a culture. Tamed the business. Structured thinking. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  48. 48. Changed a culture. Tamed the business. Structured thinking. Empowered a team. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  49. 49. Service design is changing HERE for the better. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  50. 50. Still evolving: Reaching beyond design. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  51. 51. Still evolving: Reaching beyond design. Combining with ‘big’ data* © 2013 Nokia and Seren. Company Confidential. * Kerry Bodine, Forrester Research, SDNC 2013 Nokia Internal Use Only &
  52. 52. Still evolving: Reaching beyond design. Combining with ‘big’ data* Building and monetising experiences. © 2013 Nokia and Seren. Company Confidential. * Kerry Bodine, Forrester Research, SDNC 2013 Nokia Internal Use Only &
  53. 53. Lessons learned. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  54. 54. 1. Don’t rely on technology or a tool alone. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  55. 55. 1. Don’t rely on technology or a tool alone. 2. Embrace the business and its challenges as early as possible. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  56. 56. 1. Don’t rely on technology or a tool alone. 2. Embrace the business and its challenges as early as possible. 3. Identify guardians. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  57. 57. 1. Don’t rely on technology or a tool alone. 2. Embrace the business and its challenges as early as possible. 3. Identify guardians. 4. Let people evolve it. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  58. 58. THANK YOU kathryn.richards@seren.com rob.kirby@nokia.com & Nokia Internal Use Only

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